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InfluenceTHIS Event Notes
Presented by InfluenceTHIS May 17, 2017 District 28 Agenda 9:15 a.m. – 9:45 a.m. The Whole Digital Enchilada 5 DANA ANDERSON, CMO at Medialink & Former CMO at Mondelēz International LOCATION GRANT GITTLIN, CXO at Medialink
Studio 1 9:45 a.m. – 10:15 a.m. The State of the Influencer Economy 7 ALLISON STERN, Co-Founder and CMO of Tubular Labs
10:15 a.m. – 10:45 a.m. Mass Minority - The Brand Popularity Monitor 8 BRETT CHANNER, President and CCO at Mass Minority
10:45 a.m. – 11:15 a.m. Influencing Brand Canada at Home and Abroad 9 CATHERINE HALLIDAY, Group Manager, Brand Partnerships at Bell Media
11:15 a.m. – 11:45 a.m. ROI: Return on Influence 12 JORDAN BORTOLOTTI, Executive Vice President, Canada at Studio71
11:45 a.m. – 11:50 a.m. The Launch of SlimCut Social 14 DAMIEN VERAN, President at SlimCut Media Inc.
1:00 p.m. – 1:30 p.m. Tricks of the Trade – The Creator’s Perspective 15 Panel discussion lead by JON TAYLOR, Executive Director at Global Online Video Association
1:30 p.m. – 2:00 p.m. Road Mapping Your Brand’s Story in a Complex Multi-Channel Universe 18 ASHLEY RISKE, Director, Integrated Marketing, Canada at Kin Community LYNN CHAMBERS, Senior Director, Branded Entertainment and Experience, Client Marketing at CORUS
2:00 p.m. – 2:30 p.m. Unlocking the Power of Micro-Influencers 20 JAIME LIPOWITZ, Director of Influencer Marketing at Profluence (a division ofIdeon Media) LUKE SOUTHERN, Group Strategy Director (L’Équipe L’Oréal), MEC Canada
2:30 p.m. – 3:00 p.m. Influencer Marketing in Québec 23 ELIE PRUDHOMME, Director at Goji, a Québecor Media Company
3:30 p.m. – 4:00 p.m. Creators, Printers and a Winning Methodology 25 DAVID U.K., CEO at Cue Digital Media
4:00 p.m. – 4:30 p.m. From a Spare Room to a Global Digital Media Empire 27 JAMIE BOLDING, Founder & CEO at Jungle Creations JIM LOUDERBACK, Editorial Director at Vidcon, Tech and Media Strategist at Social Starts Agenda 10:15 a.m. – 10:45 a.m. How To Use Influencer Marketing To Market Your Entertainment Properties 30 LAUREN JACOB, Social Media Director at Focus Features
LOCATION 10:45 a.m. – 11:15 a.m. Studio 3 An Audience-Led Approach To Content Development 32 EVAN JONES, Founder of Stitch Media
11:15 a.m. – 11:45 a.m. What Does A Next Generation Content Company Look Like? 33 JEFF ANDERS, Founder & CEO at The Mark KAAREN WHITNEY-VERNON, Founder and CEO of Shift2 ANA SERRANO, Chief Digital Officer of The CFC and Founder of CFC Media Lab STEVE HULFORD, CEO, Interesting Sh*T CARLOS PACHERO, VP Audience Development Boat Rocker Media
1:00 p.m. – 1:30 p.m. Moneyball For Business – Futureproofing Your Organization 35 ANDREW LEVISON, Founder & Partner at Above + Beyond
1:30 p.m. – 2:00 p.m. Case Study: Turning Audiences Into Influencers to Drive Rapid Growth 37 ELI SINGER, CEO of NearNow
2:00 p.m. – 2:30 p.m. Amplify Yourself! 38 PETER REITANO, CEO At Abacus MELISSA HWANG, Client Solutions Manager at Facebook RACHEL DAVID, Owner at Hashtag Communications MICHAEL HALMINEN, Creative Lead at Google Canada MICHELLE SLATER, Head of Business Marketing at Twitter
2:30 p.m. – 3:00 p.m. Fan Engagement and The Bachelorette Canada 39 DEB DAY, CEO & Chief Strategist of Innovate by Day
3:00 p.m. – 3:30 p.m. Your Brain On Influencer 41 KEVIN KEANE, Co-Founder and CEO of Brainsights
3:30 p.m. – 4:00 p.m. Know Thy Customer - Going Beyond Demographics to Understand the 42 Motivations That Influence What We Purchase JASON PARTRIDGE, Co-Founder and President of Motivindex A MESSAGE FROM MARK GREENSPAN, CHIEF INFLUENCER AT INFLUENCETHIS
Definition of Influencer Marketing
When we were launching this conference we looked at the highest areas of the growth in the digital media and marketing space in Canada and saw the meteoric rise of influencer marketing.
But what is influencer marketing ? At its heart influencer marketing is about relationships:
Relationships that creators have with their audience; Relationships that creators have with brands; Relationship that brands have with their customers; Relationships that you have with each other.
It requires a complexity of players to make it happen..that’s why you are all here.
Audience Composition
We take a participatory systems approach to conference And thank you to everyone who has come to do business and learn. development. We start with an ecosystem analysis to identify the The last thing I will say is that I think there are two general types of key categories and track how money flows through the system and people in business winners and win-winners. come up with ways in which to support in both that and learning and we have a fantastic representation of the entire ecosystem here. Winners to whatever it takes to win which typically means they structure their deals with primarily themselves in mind. While we have some of the biggest agencies players here we have a great representation of the specialized players whether they be start Win-Winners on the other hand look to create win-win deals because ups or new business units in incumbent players that are required to they want to create a sustainable balance which is better for the adjust and adapt to digital change. long term.
A few last things I’d like to stay before we kick this off. First off all So when your going about your meetings and putting together when we started there were a few key companies that go behind deals keep that in mind. We are looking for the win-win’s so we can the idea because they are interesting in growing a healthy and continue to grow a sustainable marketplace that creates opportunity sustainable marketplace for all of us and they include: for many…. So thank you for being industry leaders and bringing us together
• Bell Media/Much Digital Studios
• Studio71
• Corus/Kin Community
• Cue Digital Media
• Profluence - A Division of IDEON Media
• Goji - A Quebecor Media Company
• MNP
• CMF & Eye on Canada
• BellFund
• SlimCut Social The Whole Digital Enchilada
SPEAKERS
DANA ANDERSON CMO at Medialink & Former CMO at Mondelēz International
GRANT GITTLIN CXO at Medialink
• CMOs are becoming more involved in creating passions
• Ex. Accenture and Fjord design agency now have 900 designers worldwide
• In making a connection, first gain a personal recommendation to the desired contact, preferably by someone who works with them internally. Or, create content that expresses your point of view, like a written article. Your contact, or CMO, can then discern if there is an effective connection between you and the company’s brand
• Ex. Romeo and Juliet to illustrate story elements: dramatic issue, momentum, fulfillment
• Premise: what are people thinking about? If you know your premise, then you can tell the story of your brand
• Brand plot: every touch point of your brand must be clear with the consumer
• Infusing plot: CPG companies use social media platforms to relay information back to clients in a way that is extremely useful in providing value to the client
• Data verses insight: there is so much pressure on clients as half of their salary is held in bonus. Learn to pay attention to data in accountable forms
• Ex. Deloitte’s website states: “I’m going to fix your problem in a way that produces growth” – they promise to prove their worth
• Influence is now more important than ever before - it is more persuasive than traditional authority in helping to form opinions
• Strategy: define who is your audience, brand, and objective
+ #influencethis 5 QUESTIONS:
FACEBOOK ADS ARE A MICRO-INTERRUPTION. IS FACEBOOK AN AD FORM? IS SOUND CRITICAL FOR VIDEOS?
• DANA: It depends on what you’re selling and what you’re saying. It feeds the conversation
• YouTube: a view is on average 30 seconds, representing better engagement than Facebook where a view is on average 3 seconds
WHAT ARE KEY METRICS AT C-SUITE ON SOCIAL?
• DANA: All you need for growth is penetration. You need to be there at the instant point of purchase. How interesting, frontal and sticky is the brand message?
• It’s difficult to measure if things don’t produce money in a 12-month period
HOW DO I CONVINCE A CMO OF SOMETHING’S VALUE IF IT IS NOT TRACKED BY AN ANALYTICS TOOL? (EX. A MOTHER POSTING HOW MUCH THEY LIKE A PRODUCT ON FACEBOOK)
• Direct and emotionally driven information from consumers is important and effective; however, for a CMO, there needs to be a measurement. What is the strength of voice for this one consumer? Do they represent many voices – is she a multiplier?
RECOMMENDED READING:
A STORY IS A PROMISE by Bill Johnson. Illustrates difference between plot and premise
HOW BRANDS GROW: WHAT MARKETERS DON’T KNOW by Byron Sharp, director of the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia
INFLUENCE: THE PSYCHOLOGY OF PERSUASION by Robert Cialdini
STRATECHERY by Ben Thompson https://stratechery.com
+ #influencethis 6 The State of the Influencer Economy
SPEAKER
ALLISON STERN Co-Founder and CMO of Tubular Labs
http://www.tubularinsights.com – download presentation and request a demo
• Tubular is a data and media measurement service for social videos
• 8 million Influencers drove 759 billion video views
»» Influencers in the video space are driving consumers to action
»» 57% of consumers have purchased based on video recommendations, producing a major ROI return
INFLUENCER STRATEGY:
• Sponsored content
• Co-producing entertainment and premium content
• Brands like Red Bull are investing in becoming social media studios
TUBULAR TRACKS:
»» Influencers: 7.9 million
»» Media and Entertainment: 33,000
»» Brands: 45,000
• On average, an Influencer has 30,000 views per video and 750 billion views per month
• YouTube: 87% of views per month are from Influencers
• Upward trend of sponsored videos, generating 40 billion views
• Ex. Dude Perfect, top sponsored video in past 90 days with 200 million views per month
• #1 Influencer last month: Ryan’s Toy Review - a 5-year-old who generates over $1 million each month in ad revenue alone
+ #influencethis 7 • Tubular provides leader boards, making it the ‘Cliff Notes’ for the video world, and LinkedIn for Influencers, providing stats on each Creator
• 97% of views in gaming industry from Influencers
TUBULAR’S 5 PRINCIPLES OF INFLUENTIAL MARKETING:
»» Evergreen not viral
»» Bethany Mota not Tina Fey
»» Program for the platform
»» Spend on promotion not production
»» Learn, iterate, advance
• Success is at the intersection of trends and your brand; different trends for every platform
Mass Minority - The Brand Popularity Monitor
SPEAKER
BRETT CHANNER President and CCO at Mass Minority
• Businesses who use traditional media and advertising models are dying
• Brands need to be amplified and inspired by the Influencers
• Brands need more earned amplification through likes and shares
• Traditional agency media models are no longer as effective
+ #influencethis 8 Influencing Brand Canada at Home and Abroad
SPEAKER
CATHERINE HALLIDAY Group Manager, Brand Partnerships at Bell Media
• Far & Wide - partnership with Destination Canada and MUCH Digital Studios with Bell Media
• http://farandwide.much.com
• Purpose of campaign: use power of Influencers to get millennials travelling in their own country for the 150 anniversary of Canada’s federation
• Destination Canada approached Bell Media. Research showed that there was widespread thinking that in order to gain life experience one would need to travel internationally
OBJECTIVE:
• To get millennials to travel in Canada for at least 3 nights
• Refresh perceptions around Canadian travel with a loud, exciting and experience based campaign
STRATEGY:
• Work with Influencers to create authentic stories
»» MUCH Digital Studio Creators, Bell Media talent, Instagrammers, Canadian musicians
• Harness strengths with an existing millennial brand: MUCH
• Create a sub-branch with MUCH to create a platform to speak about travel
• Generate Canadian content for millennials in a variety of formats to amplify on multiple platforms
• Influencer focused travel guide with storylines and experiences around Canada
• Produce daily editorial content
• Produce 8 long form videos featuring Influencers
+ #influencethis 9 HOW WE DID IT:
»» TV and Digital Media
»» Social Media and Influencers
»» Editorial Content
»» Partners and Platforms
• Daily content produced by MUCH and Influencers
• Scheduling television media: aligning storylines with venues that made sense
• Expeditions of travellers and Facebookers aired on Discovery Channel
• Digital Media: teasers were driving viewership for episodes, then drove traffic to leaderboards
• Intense Social Media schedule - while on their trips, Influencers promoted the programs in real time; MUCH supported with bi-weekly posts
• Twitter, Instagram, driving traffic to content hub, posting articles on Facebook to drive traffic to sites
WHAT ENGAGEMENT LOOKS LIKE AND HOW TO GENERATE LEADS:
• Contests
• Share on social buttons
• Click through to partner sites
• Leverage offers: Research revealed that millennials find it’s too expensive to travel in Canada so they worked with partners to create ways to make it affordable for millennials to travel
»» West Jet offered cheaper flights for millennials.
»» Hostelling International told the story of Hostels in Canada, promoted a contest to win 5 room nights for $150 which aligned with theme of Canada turning 150 -- this was the best performing offer
TIPS AND TRICKS:
• Casting authenticity - the storytelling, not the Influencer, needed to be authentic to the place
»» Ex. 3-day detox to Tofino with a MUCH personality who wanted time to decompress
• Take risks in order to see rewards. Match brand values. You do not need to ensure that every post is perfect – 18-34 year-olds can handle edge
CONTRACTS:
• Pick up the phone every time to ensure that the contract has been read. Make it clear who owns the content and what is the exclusivity
PRE-PRODUCTION:
• The Influencer produces the video - create a treatment but do not direct how the Influencer should create the video. The Influencer has developed their audience and knows what they want
• Influencers have varying levels of professionalism – a company like MUCH will take accountability for the Influencers
+ #influencethis 10 EXECUTION:
• Speak with Influencers about their analytics
• Created over 500 pieces of content, with over 3M views
• Videos are used internationally to promote Canada
• Produced 18 videos that were also produced with French-speaking Influencers
• Reach objective initially 50% of millennials – achieved reach of 74% of millennials
BEST MEASUREMENT PRACTICES:
• Agree on KPIs: everyone should be working towards the same goal of what success looks like for the campaign
• Quality vs. Quantity: 500K views came from Cat’s website with a completion rate of 47% (viewing entire video), where as completion rate through Facebook was only 4%
CUSTOM RESEARCH STUDY:
• If campaign timeframe permits, perform a custom research study for how to meet objectives. Adjust accordingly to see which modes of producing content will create best results
QUESTIONS
HOW MUCH OF THE AUDIENCE WAS CANADIAN, OR WAS IT ABOUT THE INFLUENCER’S PERSONAL AUDIENCE?
• Influencers were not asked to post these videos on their personal websites
• Influencers will be asked on Canada Day to post their videos on their websites to have a final push, and those analytics will be reviewed
• In order to ensure you are reaching Canadian audiences, work with Bell Media so that your campaign delivers reach across Canada
• Far & Wide is the largest campaign in MUCH history and we saved money by using Influencers
• Creator fee includes them promoting the videos: 5 social posts and the number of views on YouTube channel define what a talent’s time is worth
• 20:80 ratio - 20% production, 80% media
WHAT WAS IT LIKE WORKING WITH FRENCH INFLUENCERS?
• There are fewer of them and they know it: they are expensive
• Different platforms work in Québec: Facebook, rather than YouTube or Twitter
• The best way to work in the French community is to work with an agency aligned with Influencers
+ #influencethis 11 ROI: Return on Influence
SPEAKER
JORDAN BORTOLOTTI Executive Vice President, Canada at Studio71
• Studio71 - media company for Creators
• Represent Creators such as Lilly Singh and Dwayne ‘The Rock’ Johnson
• More than reach: how can we move the needle and business challenges?
HOW TO DEFINE ROI? ATTRIBUTION
• Retroactive measurement: what business challenge are we solving and what is it worth?
• Core objective identified and learning more about client’s business
• The KPI is your strategy – different goals require different tactics
• Do one thing very well per execution – be strategic in what you want and how you want to do it
HOW TO MEASURE SUCCESS:
• Subscribers account for less than 10% of viewership
• Indie-feed: captive attention
• Is engagement what you want? Who remembers what photos they liked on Instagram? Change perceptions – longer videos mean longer session time
INNOVATION BY ACCIDENT:
• Take top 6 Creators and do a survey: discover more and do a call to action to get informed about their audience
• Findings: Qualitative Data Mining Research. Survey received 292K qualified responses for a 30-question survey
• The comment section in YouTube: as part of the partnership, we want to hear what you thought about this execution
+ #influencethis 12 AWARENESS, ENGAGEMENT, SENTIMENT:
• Work with control and exposure tests, built with consultants
• Reach: 5-110% Canadians on Creator channels. Media produces the most.
• Ex. Lilly Singh: Create content and run it as an ad in front of Lilly’s channel. Increase in engagement, longer viewing time, and 100% Canadian
• 50-85% increased favourability
• 20-40% increased performance on brand assets after remarketing
• Analogy of speed dating: if you have a familiar connection introducing you to someone, the Creator becomes a warm lead and viewers will then care about the advertisements
INTENT TO PURCHASE OR VISIT:
• As high as 75% intent to purchase after exposure of surveys
• 35-45% average intent to visit a physical location – Creator executions on their own generate intent to purchase or visit
CONVERSION:
• Leads generated from YouTube are stronger than Facebook because audience minds are decidedly for this video
• Ex. $4 million in e-commerce sales from a single activation from one Creator
• Crashed a major platform with 1 million page requests
• A 100K campaign returned 400K in revenue
TIPS:
• Conversions are largely a casual, shout-out business. Optimize towards the best performers
• If people follow what I’m saying, ride that wave until performance drops off
• Think about investment vs. return
• The tactic is the strategy
• Work as a team - collaborate with the Creators, they are the genius who has built their audience, they optimize their own strategies, their net yield is dependent on their viewership
SUMMARY: DO ONE THING VERY WELL
• Pre-plan with attribution
• Focus on tactics that yield returns, let that inform strategy and tactics
• In Data We Trust: measure, optimize, invest
• Performance Marketing World - $5,000 into 7 figures
• Let the Creator do the heavy lifting. Trust, enable, and empower your partner
+ #influencethis 13 QUESTIONS
HOW TO MEASURE ATTRIBUTION?
• Clients share data and affiliate links which go to Creators and trigger analytics
• Be realistic about your expectations: start with a test to then scale the relationship. Work with partners who perform the best
• Content is king: focus on the audience to create engaging content for that audience. From an authentic perspective, what does the audience specifically love about that Creator and align brands with content that fits the Creator
The Launch of SlimCut Social
SPEAKER
DAMIEN VERAN President at SlimCut Media Inc.
• SlimCut Social: branded content’s first engagement platform
• SlimCut Media: largest media platform in Canada behind Google
• Idea for company came from audience: buying branded content became more important and wanted branded content to be endorsed by the producer
• How it works: branded content is pushed out on social media via relevant Premium Publishers
• Ex. ELLE Canada endorsing content for H&M Canada (client)
»» Two-step engagement optimization: first, choose which publishers to partner with; second, choose which social media to publish on
• Guaranteed reach: works with all Canadian publishers
• Execution: content production, reach, validate partnerships, validate social channel
• Complete reporting: all engagement and metrics
+ #influencethis 14 Tricks of the Trade – The Creator’s Perspective
Panel discussion lead by Jon Taylor – Executive Director at Global Online Video Association
SPEAKERS
@THEDANOCRACY Creator
@AMANDAMUSE Creator
@JOEYKIDNEY Creator
TODD SHAPIRO Host of the Todd Shapiro Show
FRÉDÉRIQUE RIOUX President and Host of Millenya
PANEL DISCUSSION
HOW DID YOU GET YOUR START?
• JOEY: I started with self-help and advice videos and I didn’t initially look at it as a business. People were interested in my life specifically - what I was wearing, doing. Brands approached me, I got a manager, went on tour, then started speaking with brands. One video I posted went to one million views, then other videos followed the same trend
THERE IS SOMETIMES A MISCONCEPTION THAT A CREATOR’S JOB IS EASY. GIVE US A SENSE OF YOUR DAILY AND WEEKLY SCHEDULE.
• DAN: YouTube is so saturated - personality is key. Find an idea and put a twist on it. Be original with your own unique twist. Now, live streaming is becoming a major platform. Followers are supporting you and you have to acknowledge them on a daily basis
ENGAGEMENT PIECE: MAINTAINING A ONE-TO-ONE RELATIONSHIP (VS. TELEVISION SHOWS). WHAT DO YOU FOCUS ON: TECHNIQUE OR SCHEDULE?
• FRÉDÉRIQUE: Talk to them like they are with you in real time, like talking to one person
• AMANDA: Maintain engagement as if having coffee with friends. Being a mom and a Creator, committing to one Facebook Live video every week and promoting it. 3 videos per week on YouTube. Creating balance in having your own life and sharing it
+ #influencethis 15 HOW DO YOU SPEND TIME ON HOW TO CREATE VIDEOS? ENGAGE WITH DEMOGRAPHIC ON FACEBOOK, TAG GUESTS, PERFORM IN DIFFERENT STYLES LIKE AN INTERVIEW?
• DAN: Promoting audience engagement: making a GIF for twitter, video for YouTube
• TODD: To create a genuine, loyal, engaged audience with your brand and the brands you work with. Bringing it back to personality and being an ambassador and true to brand
• AMANDA: We are storytellers - content creators. Creating content that is true to you will maintain viewership loyalty. Viewers are genuine supporters. The audience respects what we’ve done
DID YOU EVER SECOND GUESS POSTING A VIDEO?
• JOEY: I never felt intimidated. I’m gonna die one day so I might as well put it out there. People connect 10 times better by me just being me
YOU’VE MADE A TRANSITION TO TRADITIONAL FORMATS WHICH ARE BECOMING LONGER.
• DAN: It’s important to try different things. http://www.much.com/shows/dan-for-a-week. Vlogs are getting longer because people want to sit down, eat their breakfast, and watch you live your life. There is room for everybody on YouTube, but it’s more about your personality. Be true to yourself and be relatable. When I posted a video about my anxiety, my audience supported me, and so brands felt confident that my audience would continue to be loyal and supportive
HOW DO YOU DEAL WITH PEOPLE MAKING NEGATIVE COMMENTS?
• JOEY: The younger demographic will “hate on people” through comments. I do an in- person meet and greet every two weeks
• DAN: I’m producing more positive content which has generated less hateful comments. Taking a neutral and positive stance
• FRÉDÉRIQUE: If you lose authenticity, people will generate negative commentary
• AMANDA: I was transparent with my audience in letting them know when my channel transitioned from being a hobby to a career
WHAT ARE YOUR PREFERENCES WHEN BEING APPROACHED BY BRANDS?
• DAN: Trust the Creator you’re working with, because if brands force you down a road that isn’t you, the audience will react negatively. Don’t compromise your personal brand
• FRÉDÉRIQUE: Brands approach with their own ideas initially, then collaborate in forming the idea to adjust to the Creator’s brand and what works for their audience
• TODD: One common theme in success is positive synergies, rather than negative content
WHAT IF THE IDEA DOES NOT TRULY REFLECT YOUR BRAND?
• DAN: This happens a lot. This is my style and my brand, but if it doesn’t match, I have to say no
• TODD: Creators should work with brands that you see longevity with
• FRÉDÉRIQUE: You have to love the brand and value it provides
WHICH PLATFORM DO YOU UTILIZE THE MOST?
• AMANDA: For polished, edited videos: YouTube. For generating a conversation: Instastories and Facebook Live
• DAN: Create hashtags for live streaming
+ #influencethis 16 IS THERE A FORMULA FOR SUCCESS?
• AMANDA: Know your passion and find your strength. Be innovative and try new things. Go with your strength
• DAN: YouTube is so saturated, so use multi-platforms on a daily and weekly schedule
• TODD: Build off of each other’s networks
WHAT’S YOUR OPINION ON DISCLOSURE WHEN YOU WORK WITH BRANDS OR SPONSOR SOMETHING?
• AMANDA: Full disclosure – treat it as a business. I’ve never partnered with something that is left-field from what my audience would genuinely believe I would use
• TODD: The audience knows that the Creator is not tricking people into buying a product
ANY ADVICE FOR BRANDS DIRECTLY?
• AMANDA: Conversion in terms of engagement: what are you going to get from that Creator?
• DAN: Don’t blitz everyone at the same time (Ex. every YouTuber promoting Audible.com)
HOW TO PARTNER WITH TALENT AGENCIES?
• TODD: As a manager, and being managed, it’s about being non-exclusive. Someone else might be able to find the talent a deal
+ #influencethis 17 Road Mapping Your Brand’s Story in a Complex Multi-Channel Universe
SPEAKERS
ASHLEY RISKE Ashley Riske – Director, Integrated Marketing, Canada at Kin Community
LYNN CHAMBERS Lynn Chambers – Senior Director, Branded Entertainment and Experience, Client Marketing at CORUS
MAKING A MULTI-PLATFORM CAMPAIGN:
• Build a road map of how to effectively navigate through platforms: YouTube, Instagram, Instagram Stories, Radio, Television, Pinterest, Facebook, Twitter
• There is an ROI “Kicker Effect” when TV is partnered with other platforms
It’s important to think about the audience behavior on each platform and customize the content to the platform. I.e.
»» Television: Audience is passive, so if you want audience to be active you need a strong motivator in the call to action. This format favours long-format content and affords mass reach
»» YouTube: This audience is leaned in so it’s important to communicate with storytelling and personality. It allows for two-way dialogue.to build credibility and trust. People watch long form content her, averaging 10 minutes in length.
»» Facebook: People are looking to be entertained. Facebook is a personal environment where we learn about life events from friends; therefore, ads or content must be authentic. Based on the Facebook algorithm videos perform best at around 1:30 in length. Videos play with sound off so videos must be visually captivating and captioned
»» Instagram: Favors short form content. Expectation for higher production quality and entertainment. Plays with sound off and so videos must be visually captivating and captioned
CASE STUDY 1: MATTEL, DIGITAL AND BROADCAST
-Mattel’s goal: holiday campaign for selling holiday Barbies -Partnering with Content Creators and television program that targeted co-view -Platform: YouTube channel How to Cake It from Kin Community, YTV (reach of 9 out of 10 kids in Canada) -Creators and Strategy: How to Cake It (Yolanda Gampp) and YTV (Carlos Bustamante)
+ #influencethis 18 Content roadmap:
-YouTube video: Creator promoted her video (not YTV) -YTV interviewed How To Cake It while she made the cake. These segments aired throughout the week on YTV. This maximized production while customizing the content to the TV audience -Corus created a content website for a contest. Contest was promoted on the Zone and YTV
CASE STUDY 2: NORDSTROM RACK AND KIN COMMUNITY
Objective: Build out a social presence for Nordstrom Rack rooted in on-trend, tentpole content
-Forming the RackPack, leading YouTube Creators created custom content videos which were available on the Creators’ individual channels and unique videos to Nordstrom Rack’s channel -Created an ecosystem for viewership -Created 172 social posts through Facebook, Instagram, and Twitter -Created a custom YouTube channel for Nordstrom Rack -Leveraged Kin’s synchronized upload strategy -There is 16 years of content posted daily to YouTube, so it was impactful to partner with creators that have built an audience to break through the clutter -Creators utilized as partnered ambassadors to build credibility -Built a 9 month campaign
Content Roadmap: -Series Channel trailer to kick off campaign -Series pre-roll driving subscriptions -Synchronized upload on series content -Social Media promotion
Phase 2: Holiday Execution Kin-Produced :10 Snapchat ads Style Watch Magazine Integration Added Value Social Program
CASE STUDY 3: TOYOTA
Corolla objective: attracting a younger audience with a national campaign -Create fun and engaging content, send Hopscotch the Globe on a national road trip adventure with a 30-second radio and television spot, #CorollaRoadTrip -Contest for audience members to win a road trip themselves -Online series on Global news -360 degree results for Toyota -Partner with a YouTuber that matches demographic of audience -Use reach of Global News and radio to drive audience to Global News and maximize production value -Talented Creators are a one-stop shop: talent, producers, creators. Leverage production services to maximize overall production efficiency -Social: audience follows Hopscotch’s journey in real time KEY LEARNINGS
Content Road Map • Multi-platform campaigns amplify reach -Phase 1: :30 Corus Promo -Build Ultimate Canadian Bucket Lis • Paid media drives views / build reach - Phase 2: • Create the content specific to the strengths of each platform - Vlogs on HopScotch the Globe - Series living on Globalnews.ca • Content needs to bring value to the audience - :15 promo on Corus - Morning Show Interviews across the Country • Let the Creators/Talent personalize the content in their voice - Social Media Activation • Build long term partnerships with Creators
• Test and Learn – Partner with the Experts
+ #influencethis 19 Unlocking the Power of Micro-Influencers
SPEAKERS
JAIME LIPOWITZ Director of Influencer Marketing at Profluence (a division of Ideon Media)
LUKE SOUTHERN Group Strategy Director (L’Équipe L’Oréal), MEC Canada
• Brands are becoming savvy in which Creators they choose to partner with for reach
• LUKE: Influencers have evolved into paid engagement strategy
• Look for a regional Influencer, rather than simply the Influencer with the most reach
• Working with Influencers allows a brand to retain some influence on the Creator
• More paid, less earned media in the Influencer space
HOW DOES L’ORÉAL SELECT INFLUENCERS?
• It’s two-fold: reach and engagement
• Macro Influencer: the consumer expectation is different as they can not anticipate a reaction from that Influencer
• Micro Influencers: provide the audience with a social experience to get involved in a discussion. They have more accountability to their audience because the audience expects it
• L’Oréal uses several large-scale celebrities: Beyoncé is a Macro Influencer
»» Beyoncé’s reach: for people to see your brand in the space that person is occupying, the audience doesn’t necessarily believe that the celebrity uses this product on a daily basis
»» Where as it is more believable for an audience that a Micro Influencer uses the product
WHEN TO USE MACRO VS. MICRO:
• Micro if the campaign has a regional element (in this case, efficiency is lost in hiring a Macro as it is a large investment)
• Micro have a closer relationship to emerging trends. They are financially accessible to new and emerging brands. The content and stories that they tell are more engaging and believable. The audience trusts that the results the Influencer expresses with the product are authentic and real
• Macro Influencers for scale to promote the message
+ #influencethis 20 CAMPAIGN: VICTOR AND ROLF FLOWERBOMB
• Mix of Macro and Micro
• Likes and comments for the post of an Influencer: the comments are not about the Creator, but instead about the intended product
• Macro Influencers: 1.5% engagement rate, Micro Influencers: 4% engagement rate
CAMPAIGN: CIBC RUN FOR THE CURE
• Engaged three Micro Influencers who had a personal connection with the event. Over 100% engagement with the audience - targeted niche market
• The three Influencers shared their stories of having previously had cancer, therefore, audience believes that this is a meaningful cause for the Creator
• Micro influencers have an organic feel to their messaging
CAMPAIGN: L’ORÉAL PARIS COLORISTA
• Utilized 50 Micro Influencers on-brand with L’Oréal
• Two photos posted on social media: before and after shots generated substantial engagement from one Instagram post
• Investing in a large group of Micro Influencers: creating a volume of content verses one video created with a Macro Influencer
• Believability and accessibility of the Micro Influencer in that they can engage with the audience to follow-up on comments regarding the product
WHAT COMES NEXT FOR INFLUENCERS?
• LUKE: I think it’s going to be driven by technology, Ex. Facebook Live - driving the new ways that people engage
• (Macro) awareness play vs. (Micro) engagement play
QUESTIONS:
IS ENGAGEMENT YOUR NORTH STAR?
• JAIME: it depends on what the brand is looking to accomplish. Awareness play if the brand is looking for a funnel down to e-commerce. Engagement if the goal is a like or comment on a Micro Influencer post
• Engagement is a comment: someone taking the time to look at a post, think about it, and engage with it through a comment
• Viral videos: things that resonate with people and it generates comments
WHAT KEEPS YOU UP AT NIGHT?
• JAIME: Audience demographic and reach. Value proposition of Influencers. Value is subjective. Just because someone is commanding $10,000 for an Instagram post, doesn’t necessarily justify its value. We may start to see industry pricing in the future
• LUKE: Missed opportunities and how to build longer-term relationships. How to tell a story with an Influencer. Hoping to see more long term thinking with a company’s Influencer strategy
+ #influencethis 21 HOW DESIRABLE IS IT FOR A POST TO GO VIRAL WHEN YOU CAN’T CONTROL NEGATIVE COMMENTS?
• JAIME: Your brand is on the forefront, opinions are subjective, and comments may be directed towards the Influencer rather than the product. Brand teams love a viral video with negative commentary because of the number of views it generates
• LUKE: Is the product the fault of the Influencer, or the actual delivery of the asset?
WHEN YOU SPEAK WITH CLIENTS, DOES THE FLASH OF STARDOM OBSCURE STRATEGY OF HOW TO MAKE MONEY?
• LUKE: Celebrity can be distracting. But Micro Influencers are celebrities online. It is the agency and vendor’s responsibility to guide the client. Metric of success for Macro vs. Micro, but Macro celebrities typically win for the client
IS THERE BIGGER OPPORTUNITY TO BOOST MACRO INFLUENCERS?
• LUKE: Yes, because they have a more established brand and have a larger reach, where as the audience needs to find the Micro Influencer
+ #influencethis 22 Influencer Marketing in Québec
SPEAKER
ELIE PRUDHOMME Director at Goji, a Québecor Media Company
• Goji Talent Collective launched through Québecor Media Group: the most authentic way to speak to millennials
• It’s easy to kill a great idea: you just have to translate it poorly
• Québec represents almost 25% of Canadian market and only ¾ speak French
QUÉBEC IS DIFFERENT:
• Joie de vivre, easygoing, non-committal, victim, villagers, creative, proud
• Québecers watch more content for a longer timeframe, and are more engaged on Facebook than English Canada
QUÉBEC IS LATE: BUT WE ARE CATCHING UP QUICKLY
• Education of the Creators and working with local partners
• Tailored support and training
• Fast-tracked collaborations = condensed deployment
• Partnership between brand and Creator with their audience – work with partners who are a good intermediary
• Some Québec Creators are signed with huge MCMs in Québec, but people do not understand the nuances of the market and now prefer to work with local partners
• The Creator becomes a real ambassador rather than simply a medium for a commercial
QUÉBEC IS LOCAL:
• Identification and engagement of Micro Influencers with audience demographics
• Micro Influencers with only a couple thousand of subscribers are found to have a 15% engagement rate, rather than only 2% engagement rate with Influencers of 100K subscribers
• Highly local and regional Micro Influencer reach and engagement
+ #influencethis 23 CASE: FRÉDÉRIQUE RIOUX AND MCDONALD’S
• McDonald’s wanted a campaign in Québec
• Ran a 24-hour marathon with local Québec Influencers
• Overall engagement of this campaign on all social platforms was over 30%
QUÉBEC IS PROUD: FAMOUS PEOPLE IN QUÉBEC ARE HUGE CELEBRITIES IN QUÉBEC
• Local celebrity has major influence
• Case: The Voice - La Voix has immensely high viewership with majority of Québecers, and is the most successful adaptation among 51 countries
• Accessibility is powerful: Québec stars are approachable, personable, and available for engagement; they have a loyal following
• References must be local
QUÉBEC IS EASY:
• Québec is an incredible opportunity: partner with those who know the market best
QUESTIONS:
• Copy often gets lost in translation. Goji takes time to work with the Creator to ensure that content built on the French side translates and resonates seamlessly for the Québec market
HOW ARE YOU INTEGRATING YOURSELF ON A GRANDER SCALE WITH THE REST OF CANADA? ARE YOU BUILDING PARTNERSHIPS WITH AGENCIES?
• Many hours are spent developing relationships with agencies based in Toronto for national campaigns
RECOMMENDED READING:
CRACKING THE QUÉBEC CODE: THE 7 KEYS TO UNDERSTANDING QUÉBECERS by Jean-Marc Léger, Jacques Nantel, Pierre Duhamel
+ #influencethis 24 Creators, Printers and a Winning Methodology
SPEAKER
DAVID U.K. CEO at Cue Digital Media
• Cue Digital Media: full-service media company reaching over 17 million Canadians through exclusive, premium publishers and building brands through digital content development and social amplification
• Distribution is key: roster of US Media companies in sports, entertainment, female lifestyle, news and business, tech and gaming
• Amplify the audience: Influencer content is branded content. When working on Influencer campaigns, how to utilize the audience that is interested in the Influencer’s content but doesn’t subscribe to the channel
• What partnerships with sections of different brands are best when targeting specific demographics
• Social application strategy: division of Liquid Story – organic publishing of sponsored content published on social media
• Able to amplify content from an influential stand point because Influencers are sharing the content
• Clients are able to see huge reach from their campaigns
+ #influencethis 25 CANON CASE STUDY:
• Campaign objective: how to take a product like a printer and showcase how and why it is supremely beneficial to your life
• In addition to running long-form videos of each Influencer in their respective social channels, they created exciting 30-second cut-downs that drove scale using a variety of digital tactics
• Mix of unique and relatable ideas: relevant and engaging Influencers mixed with a scaled and contextually aligned distribution strategy that made for a successful campaign that achieved excellent results
• What’s next: URL’s
• What are the metrics and ROI for clients? Tracking content shares and likes back to the content producer’s website
QUESTIONS:
HOW DID YOU PUT CREATORS IN MORE TRADITIONAL .COM SPACES?
• Distribution model and promoting a story on multiple channels
• If we can grow an Influencer’s reach on anUS Weekly or an Insider, it’s a win for the brand and the Influencer. Integrate the Influencer in campaign
• Cue Media reaches 80% of all millennials in Canada
+ #influencethis 26 From a Spare Room to a Global Digital Media Empire
SPEAKERS
JAMIE BOLDING Founder & CEO at Jungle Creations
JIM LOUDERBACK Editorial Director at Vidcon, Tech and Media Strategist at Social Starts
• Jungle Creations: digital media house of channels that sit primarily on social media and websites. 3.4 billion views of Facebook page in March 2017
• Objective: creating awesome content for an audience of dedicated followers
• Views vs. engagement: each page will have different engagement rates
• Guarantee clients minimum of 1 million views per post. Clients want to see engagement, and the big sell with us is our views – average of 3 million views and 10 comments for each post
PEOPLE AS INFLUENCERS:
• A media brand as an Influencer: decide to partner if there is a mutually beneficial relationship. Marketing is no longer telling people to buy stuff, you must influence people – get people to like you as a brand, like your content, like your service
• We’ve built a platform where people like our content and it is gradually improving the reputations of brands
WHAT ARE YOU USING AS MEASUREMENTS OF PROOF POINTS FOR CLIENTS?
• Ex. “Twisted” food page has 5 million followers. Main measurements are thousands of shares, tags, and comments, “We need to buy this this weekend, we need to make this this weekend”. Viewers are declaring clear intent to purchase the product – you don’t get that from an ad on TV
EXAMPLE OF ONE COMPANY’S EXPERIENCE:
• Ullo: sales generated online were $2000 daily before the video aired; video garnered millions of views and 30K – 70K daily sales, generating over $1 million in sales
• On the back of that one video, people published videos and wrote articles
+ #influencethis 27 WHAT DO YOU OFFER?
• We want to bring the best ROI for our clients, and the best way to do that is to put content on Facebook, because it is the best place where people are consuming content
• Not enough brands are taking advantage of viral storytelling abilities
HOW DO YOU PRICE IT?
• Case by case; can be based on production value, but we charge for distribution
• Offer a flat fee. Second video done for Oreo was 40 million views
YOU RECENTLY OPENED A SALES OFFICE IN NEW YORK.
• 85% of audience is based in America, it’s where the market’s going
HOW DO YOU THINK ABOUT LAUNCHING CHANNELS?
• We take a very commercial perspective: where is the brand spending money and what will the audience enjoy?
• We are going to start a kids and parenting channel
DO YOU REUSE CONTENT ACROSS CHANNELS?
• Universal content, we can cross pollinate channels
• We are creating independent audiences for each niche
DO YOU HAVE A LOT OF FOLLOWERS ON INSTAGRAM?
• We have 6 million followers, but it’s a harder place to monetize due to posts currently lacking data for advertisers
HOW DO YOU STRUCTURE FOR CONTENT CREATION?
• Millennials grew up with the birth of Facebook, Snapchat, Instagram, and informed the way that content is being consumed and created
HOW MANY VIDEOS DO YOU PRODUCE DAILY?
• Create content by filming daily
HOW MANY VIDEOS ARE ORIGINAL CONTENT VS. LICENSED CONTENT?
• 10% DIY, cooking videos, etc.
• 40% submitted content and we add copy to it to curate videos (semi-original)
• 50% acquire content sent-in and give people a rep share
FROM A GLOBAL PERSPECTIVE, ARE INFLUENCERS GOING TO RATIONALIZE?
• If instances like Fyre Festival keep happening – if Influencers keep pushing crappy products – people will stop trusting Influencers and brands. The bubble will burst if you lose the trust of your audience
• Must create content that fits within what the client, Influencer and audience wants
• Influential marketing: satisfying what the audience wants
+ #influencethis 28 VERTICAL VIDEO FORMAT: INSTAGRAM STORIES - IT HAS AN ORGANIC FEEL
• We started making all video square instead of widescreen, and viewership increased because it plays by the rule of the platform for mobile apps
• Convert clients to the square format because it’s what’s best for the audience
SUBSCRIBED AUDIENCE, CREATIVITY, NOT A GIANT BRAND - HOW DO YOU SELL YOURSELF TO A CLIENT?
• There’s a fourth thing we bring: data. We follow trends, and through data, know what will do well
• The content creation side is built to look simple and easy. With the audience we’ve built, it has 5 million people who have followed us for the past two years. It’s not just about the content, it’s about the person behind the camera who people have developed a connection with. And so, brands will not achieve the same reach without Jamie
HAS THE 360-VIDEO TAKEN OFF?
• No. It’s a massive fad. Who really enjoys the experience? It’s not going to be adopted by the mass market
WHAT ABOUT FACEBOOK LIVE?
• People’s expectations have grown so high and to match that with a live-stream video, you have to have so many items en pointe
• Facebook isn’t currently being helpful in how to monetize live streaming. Once they do, more investment and quality will develop
WITH THE RISE OF BUZZFEED, WE’VE SEEN A NEW TYPE OF MEDIA COMPANY. JAMIE, YOU’RE FOLLOWING THAT LEAD, AND LAUNCHING THIS COMPANY. YOU HAVE YOUR PROPRIETARY WAY OF MAKING BRANDS GO VIRAL ON YOUR PLATFORM. WHAT IS GOING TO HAPPEN NEXT?
• In the risk of building a company on the platform of Facebook, if you go back to the early 90s, the internet was considered a crazy place to start a business. Is Facebook the next conversion of the internet? We need to stay on pulse, and we don’t see it as a risk. We bring so much to Facebook’s value proposition because we have such a large following
• You either live with a social media platform or you are a social media platform
• Does news have to be consumed on a social media platform or on the specific news website? People want to instantly share what they are learning about and consuming
WHAT KEEPS YOU UP AT NIGHT?
• There is so much potential in this industry and it’s such a fast-paced environment. Just trying to make sure to stay at least ahead of the curve and giving your audience something different in order to attract millions of views. People will fall by the wayside, we are going to see companies lose the ability to exist on social media unless they invest further
WHAT DO YOU SEE AS THE NEXT BIG TREND ON SOCIAL MEDIA AND SOCIAL VIDEO?
• Live is going to up its game in the next 6 months to have better-executed live video content
• Live content has remained the same for a few years: imagery with copy. It’s getting saturated and boring. But honestly, I don’t know what the answer is
FINAL THOUGHTS?
• Keep reviewing data, experiment with content, get ready to fail whilst finding the answer
+ #influencethis 29 How To Use Influencer Marketing To Market Your Entertainment Properties
SPEAKER
LAUREN JACOB Social Media Director at Focus Features
• Focus Features uses a combination of its own social properties as well as social media handles for its films (Facebook, Twitter, Instagram, Pinterest)
• Focus Features social strategy has evolved from focusing on online video in 2009, to mobile marketing, to paid social amplification and now to influencer marketing
• They evaluate all aspects of an influencers reach and engagement to determine whether they are an appropriate fit
• Three elements to Focus Features influencer marketing programs
1. AWARENESS
»» Trailer
»» TV
»» Outdoor
»» 1-2 Influencers with mass reach creating custom content
»» Ex. Tyler Oakley + Kubo and The Two Strings
»» Metric of success: Views
+ #influencethis 30 2. ENGAGEMENT
»» Grassroots Marketing
»» Local Promotions
»» Digital and Social Marketing
»» 15+ specialized or category specific influencers creating custom content
»» Ex. #PortraitsofLili + The Danish Girl
»» Metric of success: Fan engagement
3. Maximizing Buzz
»» Social Media
»» Screening Program
»» PR
»» 20+ Demo popular influencers creating a reactionary content or real-time event based content
»» Ex. #TheForestIsReal + The Forest
»» Metric of Success: Lift in Conversation
+ #influencethis 31 An Audience-Led Approach To Content Development
SPEAKER
EVAN JONES Founder of Stitch Media
MONEYBALL FOR CREATIVE
• The creative process is editing
• There is no such thing as a bad idea, only untested ones
• So how quickly can you test ideas?
• Stich A/B tested book and game titles and based final decisions on the data
• Let your audience decide
• You get what you measure, so measure the entire path of your audience and don’t settle for short term wins
+ #influencethis 32 What Does A Next Generation Content Company Look Like?
SPEAKERS
JEFF ANDERS Founder & CEO at The Mark
KAAREN WHITNEY-VERNON Founder and CEO of Shift2
ANA SERRANO Chief Digital Officer of The CFC and Founder of CFC Media Lab
STEVE HULFORD CEO, Interesting Sh*T
CARLOS PACHERO VP Audience Development Boat Rocker Media
QUESTIONS:
ONE COULD ARGUE THAT THE FYRE FESTIVAL SIGNALS THE MOMENT WHEN “INFLUENCER MARKETING” JUMPED THE SHARK. AS A NEXT GENERATION CONTENT COMPANY, WHAT ARE THE TOP 3 ATTRIBUTES YOU LOOK FOR OUTSIDE OF AND/OR INSTEAD OF INFLUENCE.
• KAAREN: Value of creating branded entertainment – brands and scripted series. Brand Safety – if you control the story you control the message. Build the Distribution – Why rent an influencer’s or media co.’s audience when you can own your own audience. Continued ROI – test and pivot ensuring accurate metrics that you trust.
• STEVE: The Fyre Festival wasn’t the first time beautiful models, and wannabe millionaires fleeced a bunch of people who were enamored by the lifestyle they were selling. It may have been the first time that “influencers were to blame”. But what about Bernie Madoff who was an influencer and promised unrealistic returns to 1,000’s of wealthy people built a $50 billion Ponzi scheme. Schemers and scammers are in every industry.
EVEN THOUGH CONTENT HAS BECOME MORE MALLEABLE THAN EVER, THERE IS STILL SUCH A THING AS GOOD CONTENT. IF YOU COULD DESCRIBE WHAT QUALITY CONTENT MEANS TODAY, HOW WOULD YOU DESCRIBE IT? PLEASE NAME 3 THINGS THAT SIGNAL QUALITY CONTENT FOR YOU.
• STEVE: I think for us, we are looking to tie historical stories to today’s news stories, or to tell under known stories, so we are looking for a) Evergreen Stories, b) stories based in fact, and c) Stories from the Humanities.
• KAAREN: Think vertically – mobile first. Missed opportunity if you film horizontal and yet viewed vertically. This is obvious – but a good story with plots and characters that are interesting and make an audience care or share. As yourself- does anyone care?
• CARLOS: Good or quality content online has nothing to do with the type of equipment used, the shots or production value. Quality content can really be anything that knows and respects the audience it’s intended for. It also means having the right content or voice on the right platform.
+ #influencethis 33 AUTHENTICITY AS A VALUE IS OVERPLAYED, AND IN FACT MAY REFER MORE TO STYLE OF CONTENT AND AUDIENCE ENGAGEMENT, THAN THE QUALITY AND CONDITION OF BEING GENUINE AND TRUSTWORTHY. DO YOU BELIEVE THAT AUTHENTICITY IS OVER-RATED? IF YES, NAME 3 THINGS WHY. IF NO, NAME 3 THINGS WHY NOT.
• STEVE: No, I don’t think it is overrated. Authenticity is how people connect with you and your brand, and that is super important it permeates everything you do from a) How we write our email newsletters to b) how we do our live videos, c) How we write the text in our videos to d) how we communicate to our audience through social.
“NEXT GENERATION CONTENT” COMPANY MAY BE LESS ABOUT THE CONTENT AND MORE ABOUT THE AUDIENCE. NAME 3 THINGS A COMPANY LIKE YOURS IS DOING DIFFERENTLY IN TERMS OF HOW YOU RELATE TO AND INTERACT WITH AUDIENCES THAN TRADITIONAL CONTENT COMPANIES.
• STEVE: We are doing three things that are a bit unique: a) Building a contributor network of people around the world that are doing Interesting Shit, b) Getting story ideas form our audience and c) Finding influencers in our midst.
• KAAREN: Always on conversations. Fans of your content want instant gratification.
• CARLOS: I don’t believe its overrated. Authenticity is what drives a creators’ audience. It helps build a connecting and keeps the audience coming back. Having that audience dedication is what in turn drives the creator to stay authentic and keep making content. Creators that aren’t authentic never really find their true audience or voice and often burn out/give up. Authenticity is hard, and because it’s hard for the most part traditional producers and brands can’t or aren’t capable of mass producing. Authenticity will drive higher engagement and higher quality audiences.
THE IDEA OF “NEXT GENERATION” USUALLY REFERS TO A “TECHNOLOGY-ENABLED” SECRET SAUCE. PLEASE REVEAL YOUR ONE TECHNOLOGICAL SECRET SAUCE YOU HAVE THAT MAKES YOU A “NEXT GENERATION CONTENT COMPANY.”
• STEVE: I had this attitude that after starting a technology company and working on that for 10 years, I was not going to build any new software, and by and large you don’t have to today. That said, I have 30 different tools and SAAS products that run the business. Software more important than ever, super perishable, and throw away. New analytics tools, great, use them, throw them away… month to month contract, Google Drive etc.….
• CARLOS: I wouldn’t say we have a ’tech secret sauce’ because it’s mainly about listening and most of those tools do the same thing. As a content creator, the days of letting the network be sole brand voice of your product is coming to an end. With the social web, we now have the power to gather intelligence and data about our shows. We invest in learning about who watches our content and where. What platforms are used by the audience and how they use/remix our content. When an audience is highly active on a platform like YouTube we invest time and resources to learn what’s driving the engagement and learn from the information fans provide.
+ #influencethis 34 Moneyball For Business – Futureproofing Your Organization
SPEAKER
ANDREW LEVISON Founder & Partner at Above + Beyond
• Moneyball is the art of winning an unfair game
• The world is changing rapidly
»» Social change
»» Demographic change
»» Technological change
»» Economic change
• So, what kind of experiences do you need to create to become the employer of choice?
• Most companies can’t compete with the likes of companies like Google who offer everything under the sun to attract and retain top talent (free transportation, laundry services, free food, childcare, elder care…etc.)
• You do it through culture – “the way things are done around here”
• Culture is the personality of your business
• The way you treat your employees, the experiences you create through your interactions with them, and as a result the experiences you employees create for your customers
• Culture eats strategy
• So how can entrepreneurs find people with the right skill sets?
• We often make the mistake of looking for people who are exactly like us, but that is a mistake. We need people who compliment us with different skill sets.
• How do you know if people have the potential to do a job, the right skills, the experience, and the right attitude that fits the culture of your company?
• We call this your TALENT DNA. It’s also what we call Money Ball For Business.
+ #influencethis 35 • When we look at talent and culture we look at it from 4 dimensions:
• The gene (what is your genetic makeup – what do you need to come with as natural character traits)
• Competencies skills and behaviours - what skills do people need to be successful
• Experience – what type of experiences do people need to be successful
• Attitude – what type of attitude do people need to be successful (this is very tied to your values – i.e.. If you value customer service – people should have a customer service attitude)
• Typically, when companies make employee decisions they typically only consider Competencies and Experience
• Now when things don’t work out with an employee and we have to let them go which dimensions do we base our decisions on?
• Which dimension(s) are the easiest to train and develop?
• We think this is a very robust way to look at talent and leadership DNA because it marries the objective with the subjective, and it leaves little room for error
+ #influencethis 36 Case Study: Turning Audiences Into Influencers To Drive Rapid Growth
SPEAKER
ELI SINGER CEO of NearNow
• Four levels of influencer content: Super Influencers, Influencers, Engaged Community, Organic Owned Content
• Super influencers have massive reach and influencer, but are very expensive
• Influencers are amplifiers and are a conduit to new customers and media, but are expensive, hard to identify and can’t compound cost effectively
• One solution is to create a bottom-up strategy, starting with organic owned content and your engaged audience
• Three planks to the strategy:
1. Build connectivity to the marketplace through our own communities, with targeted media support
2. Create a learning feedback loop between Erika Lust and its publics to better socialize what we all stand for and grow our collective interest
3. Put in place a framework to facilitate compounding month over month growth of both traffic and subscriptions
• Case study of Erika Lust campaign with Netflix’s Hot Girls Wanted series
»» Included educational tools for parents
»» Exclusive access to more content from filmmaker Erika Lust
»» Hosted exclusive screenings for fans and a grand prize of a trip to Barcelona to visit Lust Films headquarters
»» Campaign had thousands of fans becoming club members and completing challenges that earned them rewards points and sharing activity across social channels
+ #influencethis 37 Amplify Yourself!
SPEAKERS
PETER REITANO CEO At Abacus
MELISSA HWANG Client Solutions Manager at Facebook
RACHEL DAVID Owner at Hashtag Communications
MICHAEL HALMINEN Creative Lead at Google Canada
MICHELLE SLATER Head of Business Marketing at Twitter
• Nielsen reported that 92 percent of consumers trust recommendations from other people - even someone they don’t know - over content made by brands.
• Businesses report they are making $6.50 for every $1 devoted to influencer marketing, according to Tomoson’s survey of marketers.
• In the early days of influencer marketing, there was a kind of stigma attached to using dollars to amplify content. The argument was that if the content was high quality, it should perform well enough on its own.
• But with more competition for attention, more content being produced, improvements in the ad tech, and social platforms constantly changing their algorithms to give preference to certain types of content over others, paid social media is an essential component of a content marketing strategy
• Paid media naturally lends itself to scaling eyeballs. You increase discoverability, engagements and clicks to the content.
+ #influencethis 38 Fan Engagement And The Bachelorette Canada
SPEAKER
DEB DAY CEO & Chief Strategist of Innovate by Day
CAMPAIGN BY: INNOVATE BY DAY, GOODHUMAN PRODUCTIONS, AND CORUS
• Bachelorette franchise was new to Canada and came with certain benefits and challenges
BENEFITS:
• Recognized franchise
• Strong Brand
• Existing Conversation
• Enthusiastic fanbase
CHALLENGES:
• Fan Bias - Is the Canadian version going to be the lesser cousin overcoming stigma
• Specialty Channel - First time W network had the Bachelorette for the original programming and the network doesn’t air the US version
• Oversaturation
OBJECTIVES:
• Drive tune-in to the broadcast and After Show
• Create dynamic online conversation
• Generate digital content to support broadcaster initiatives and sponsorship integrations
+ #influencethis 39 TACTICS:
• Activate existing SuperFans of the franchise
• Target and engage potential new fans
• Leverage high-profile and celebrity influencers
• They created Watch Party Kits and distributed them to fans
• SuperFan experience campaign offered the opportunity to fly out fans to the Bachelorette Canada after-show taping and be part of the show
»» Generated a lot of contest entries and engagement
• Live social coverage and conversation from influencers
RESULTS:
• 16M organic impressions and 7M promoted
• 1.3M video views
• 1.2M engagements
• Trending #1 in Canada
+ #influencethis 40 Your Brain On Influencer
SPEAKER
KEVIN KEANE Co-Founder and CEO Of Brainsights
WHERE INFLUENCE HAPPENS:
• Influence happens in the brain through four wavelengths, Alpha, Beta, Theta, and Delta
• This measures Attention, Emotional Connection, and Encoding to Memory, which affects Voting Intent, Sales Growth and Brand Love
• Brainsights helps brands, platforms and creators understand what influences consumers, how influential their media is, and how they can make content more influential
CASE STUDY: CASEY NEISTAT FOR J. CREW
• By measuring the brain’s response to the videos, they can identify what moments in the content grabbed attention, made a connection to the viewer, and were encoded in their memory
• People and groups are influenced differently and show different patterns when measured
SO, WHAT INFLUENCES PEOPLE?
• Physical environment, screen, where the content is hosted, the content’s placement in a stream, viewer’s physical posture, their purpose for watching the content, and the type of content
HOW CAN BRANDS USE THIS INFO FOR INFLUENCE?
CASE STUDY: IDENTIFYING THE BEST INFLUENCER FOR A GLOBAL TRAVEL BRAND
• They used brain polling for the top 25% of influencers in the travel space and helped to quantify influence to create a shortlist of choices
• Blending our ‘depth’ metric with the reach metrics of average views and subscribers, and combined with costs - the brand gained a value advantage
+ #influencethis 41 Know Thy Customer - Going Beyond Demographics to Understand the Motivations That Influence What We Purchase
SPEAKERS
JASON PARTRIDGE Co-Founder and President of Motivindex
UJWAL ARKALGUD Co-Founder and CEO of Motivindex
• People are NOT numbers. They make decisions based on shared beliefs rather than rational needs.
• Motivindex helps clients uncover growth opportunities by identifying and quantifying emerging trends and unmet needs in a marketplace
• Using a unique combination of standardized methodology and technology, their team of Ph.D. Social Scientists can study 8000 consumers in 4 weeks
SPECTRUM OF BELIEFS
• Every product or solution lies on multiple planes or spectrums of beliefs. The primary plane is directly responsible for driving consumer purchase and social identity. Secondary planes function as outside influences, that over time affect the structure and make-up of the primary plane.
“IF CONTENT IS KING, CONTEXT IS GOD” – GARY VAYNERCHUK
• True influence isn’t about finding someone with a million followers. It’s about finding the right one million influencers with 100 followers.
IDEOLOGY TO FEAR
• How small ideas turn into mass movements and get mainstream attraction
+ #influencethis 42 influenceTHIS - Growing the Attention Economy in Canada
influenceTHIS is a marketplace for professionals who build loyal followers & customers. We bring together the key players in the Canadian digital advertising [email protected] industry to do business around influencer marketing. http://www.influencethis.ca
We hope you enjoyed our conference on May 17th at District 28th in Toronto. influencethisca
Pressboard is a story marketplace.
Our platform connects the world’s leading brands to influential media publishers, digital magazines and lifestyle blogs around content, instead of ads. [email protected] http://www.pressboardmedia.com Pressboard’s proprietary technology handles all aspects of branded content Vancouver | Toronto | New York partnerships, from matchmaking to content creation to reporting. Our Cost per View model guarantees that every story created through Pressboard’s marketplace will be read. pressboard
We’d love to hear your story.